Targeted Outreach and Marketing Strategies for the Community Cardiovascular Demonstration Project

Client:

New York City Health and Hospitals Corporation

Faculty:

S.J. Avery

Team:

Erica Weissman Desai, Nancy OBrien, Cassandra Wu, Elisabeth Wynn

Year:

2004

The Capstone team was asked by the Health and Hospitals Corporation (HHC) to advise on implementation of the Community Cardiovascular Demonstration Project, a Corporation-wide program intended to reduce morbidity and mortality from cardiovascular disease (CVD) and address health disparities. The Capstone team worked with HHC to develop outreach and marketing strategies specifically targeting Mexican-American and Dominican populations. Through primary and secondary research, the Capstone team identified and evaluated outreach strategies that have been used in similar populations to increase awareness of CVD and/or the likelihood of seeking treatment. The team then conducted focus groups with members of the target population to test such strategies and evaluate both CVD knowledge and attitudes toward HHC. Based on findings, the Capstone team proposed targeted marketing and outreach strategies and an implementation plan to HHC.